Analysis of Promotional Strategies through Social Media

Oct 13, 2025 by magicalceylontours.com 18 views

The Influence of Promotional Strategies through Social Media and Product Quality on the Decision to Purchase Revlon Cosmetics on Students of the Faculty of Economics and Business, University of North Sumatra

Introduction

In today's digital age, social media has become an essential tool for businesses to promote their products and reach their target audience. The cosmetic industry is no exception, with many companies using social media platforms to showcase their products and connect with potential customers. One such company is Revlon, a well-known cosmetics brand that has been a staple in the industry for decades. This study aims to analyze the effect of promotional strategies through social media and product quality on the decision to purchase Revlon cosmetics among students of the Faculty of Economics and Business, University of North Sumatra.

Background

The University of North Sumatra is one of the largest universities in Indonesia, with a student population of over 30,000. The Faculty of Economics and Business is one of the most popular faculties, with a strong focus on business and management studies. Students in this faculty are likely to be interested in the latest trends and products in the cosmetics industry, making them an ideal target audience for Revlon.

Methodology

This study used a quantitative approach, with a sample size of 100 respondents who had purchased Revlon cosmetics products. The data was collected through a questionnaire consisting of a series of related questions, which was administered to the respondents. The data was then analyzed using multiple linear regression analysis through the SPSS 25.0 program for Windows.

Results

The results of this study showed that both promotional strategies through social media and product quality simultaneously have a positive and significant influence on the decision to purchase Revlon cosmetics among female students. In addition, further analysis showed that the two variables also individually contribute positively and significantly to purchasing decisions.

Analysis of Promotional Strategies through Social Media

In today's digital age, social media is one of the most effective tools for businesses to promote their products and reach their target audience. Social media platforms such as Instagram, TikTok, and Facebook have become essential tools for businesses to showcase their products and connect with potential customers. For Revlon, approaches involving influencers, beauty tutorials, and interactive campaigns on these platforms have proven to be effective in attracting attention and increasing purchase interest.

The Role of Influencers in Promotional Strategies

Influencers have become a crucial part of promotional strategies in the cosmetics industry. They have a large following on social media, and their opinions and recommendations can greatly influence purchasing decisions. For Revlon, partnering with influencers who have a large following in the cosmetics industry can help to increase brand awareness and attract new customers.

The Importance of Product Quality

Product quality is a crucial factor that can influence purchasing decisions. Revlon cosmetics are known for their good quality, including resilience, security, and satisfying final results. Students of the Faculty of Economics and Business, University of North Sumatra tend to choose products based on recommendations from friends, online reviews, or personal experiences. Therefore, if the products offered are of high quality, the opportunity to make purchases is even greater.

Conclusion

Overall, this study shows that the combination of effective promotional strategies on social media and good product quality has a significant impact on the decision to purchase Revlon cosmetics. For marketers and cosmetic industry players, understanding the influence of these two variables is very important to formulate the right strategy. This is a signal for the company that investment in social media promotion and maintaining product quality is a key step to attract and maintain customers in competitive markets.

Implications for Business

The results of this study have several implications for business. Firstly, it highlights the importance of social media in promotional strategies. Businesses should invest in social media promotion to increase brand awareness and attract new customers. Secondly, it emphasizes the importance of product quality. Businesses should ensure that their products are of high quality to increase the opportunity to make purchases.

Limitations of the Study

This study has several limitations. Firstly, the sample size was limited to 100 respondents, which may not be representative of the larger population. Secondly, the study only focused on students of the Faculty of Economics and Business, University of North Sumatra, which may not be representative of the larger population.

Future Research Directions

Future research should focus on exploring the impact of social media on purchasing decisions in the cosmetics industry. Additionally, research should be conducted to explore the role of influencers in promotional strategies and the importance of product quality in influencing purchasing decisions.

References

[List of references]

Appendix

[Appendix]

Table of Contents

Introduction
Background
Methodology
Results
Analysis of Promotional Strategies through Social Media
The Role of Influencers in Promotional Strategies
The Importance of Product Quality
Conclusion
Implications for Business
Limitations of the Study
Future Research Directions
References
Appendix
Q&A: The Influence of Promotional Strategies through Social Media and Product Quality on the Decision to Purchase Revlon Cosmetics

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of promotional strategies through social media and product quality on the decision to purchase Revlon cosmetics among students of the Faculty of Economics and Business, University of North Sumatra.

Q: Who is the target population of this study?

A: The target population of this study is students who have purchased Revlon cosmetics products.

Q: What is the sample size of this study?

A: The sample size of this study is 100 respondents.

Q: What is the data collection method used in this study?

A: The data collection method used in this study is a questionnaire consisting of a series of related questions.

Q: What is the data analysis method used in this study?

A: The data analysis method used in this study is multiple linear regression analysis through the SPSS 25.0 program for Windows.

Q: What are the results of this study?

A: The results of this study show that both promotional strategies through social media and product quality simultaneously have a positive and significant influence on the decision to purchase Revlon cosmetics among female students.

Q: What is the role of social media in promotional strategies?

A: Social media is one of the most effective tools for businesses to promote their products and reach their target audience. For Revlon, approaches involving influencers, beauty tutorials, and interactive campaigns on social media platforms such as Instagram and TikTok have proven to be effective in attracting attention and increasing purchase interest.

Q: What is the importance of product quality in influencing purchasing decisions?

A: Product quality is a crucial factor that can influence purchasing decisions. Revlon cosmetics are known for their good quality, including resilience, security, and satisfying final results. Students of the Faculty of Economics and Business, University of North Sumatra tend to choose products based on recommendations from friends, online reviews, or personal experiences.

Q: What are the implications of this study for business?

A: The results of this study have several implications for business. Firstly, it highlights the importance of social media in promotional strategies. Businesses should invest in social media promotion to increase brand awareness and attract new customers. Secondly, it emphasizes the importance of product quality. Businesses should ensure that their products are of high quality to increase the opportunity to make purchases.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the sample size was limited to 100 respondents, which may not be representative of the larger population. Secondly, the study only focused on students of the Faculty of Economics and Business, University of North Sumatra, which may not be representative of the larger population.

Q: What are the future research directions?

A: Future research should focus on exploring the impact of social media on purchasing decisions in the cosmetics industry. Additionally, research should be conducted to explore the role of influencers in promotional strategies and the importance of product quality in influencing purchasing decisions.

Q: What are the recommendations for Revlon and other cosmetics companies?

A: Based on the results of this study, Revlon and other cosmetics companies should invest in social media promotion to increase brand awareness and attract new customers. Additionally, they should ensure that their products are of high quality to increase the opportunity to make purchases.

Q: What are the conclusions of this study?

A: Overall, this study shows that the combination of effective promotional strategies on social media and good product quality has a significant impact on the decision to purchase Revlon cosmetics. For marketers and cosmetic industry players, understanding the influence of these two variables is very important to formulate the right strategy.